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Avoid the Hustle

Analyses of first direct advertisemnt

Category: Essay Writing

BUS220 Analysis Essay Criteria and Guidelines
Chris Miles
The Analysis Essay is worth 40% of your total mark for the BUS220 module. You must register
your topic choice for the essay on the Analysis Essay Topic Database by the end of Week 7. Your nal
essay must be uploaded via QMPlus by midday of Friday 12th December. Below you will nd the criteria
for the marking of the essay as well as some guidelines to help you in your writing of it.
Marking Criteria
Argument and Structure (10 points) Is my choice of marketing communication artefact clearly identi ed?
Have I discussed the intended target audience? Is my argument in the essay clear? Is my language use
clear (grammatically and stylistically)? Am I using the right words? Is there a clear, logical structure


to my essay (or am I just meandering aimlessly from one point to another)? Has my essay got a con-
clusion? Is my essay focused on analysing my chosen piece of marketing communication or have I spent
too much time talking about tangential, even super uous, points or giving useless background informa-
Academic Framework (10 points) Have I included all my in-text citations in the references list at the
end? Have I used Harvard style citations and references consistently throughout the essay (http:// Have I put quotation marks around any direct quotes
have included from other sources and provided the appropriate citation and page number? Have I used
appropriate academic literature (i.e. the module textbook, books and articles from the module reading
list, books and articles I have researched from the library) to help explain the use of the persuasive
techniques I am examining? Have I used an appropriate academic style in my writing (i.e. a formal
tone with no journalistic hyperbole)?
Explication of Persuasive Techniques (20 points) Have I clearly identi ed the persuasive techniques I want
to talk about? Have I given them the correct names (i.e. the names by which they are referred to in the
module)? Am I sure that I have made the correct identi cation (i.e. am I sure that it is a polysyndeton
rather than an asyndeton, or that it is an example of `social proof’ rather than `reciprocation’)? Have
I explained in detail exactly how the techniques I have identi ed are presented in the ad? Have I made

a good effort to explain how exactly my identi ed persuasive techniques will resonate with a particular
target audience?
Some Guidelines
 The Analysis Essay, unlike the Solo Presentation, must be on a piece of marketing communication for
an English-language market.
 The word limit of 1500 words does not include the references or any appendix in which you might put
a presentation of the copy in the ad. I will stop marking your essay at the 1500 word point and then
move on to your references. There are no exceptions to this, no 10% over” rule, and no excuses for not
sticking to this very clear and simple requirement.
 I think the essay should take you 1500 words to write. If you write signi cantly less, then I will immedi-
ately think that you have missed important points and then I will go and look for them.
 Do not waffle. You have a particular job to do in the analysis essay (i.e. analyse the persuasive tech-
niques to be found in a particular piece of marketing communication) { make sure that you spend your
valuable word limit on that job.

 Do some independent research; read up from the suggested reading list and do some additional reading
that you can call on to back up your points. If your piece is just a luke warm re-hash of the things that
I have said in seminars and provided in the example essay, then you are not going to get a brilliant
 A good essay will demonstrate that you have mastered the material we have covered on the module. An
excellent essay will demonstrate this plus that you have the ability to go and do some extra research or
think creatively about the material.
 Read the example essay carefully for pointers about structure, style and general approach. Do not
slavishly attempt to copy it, however.
 Remember { you analysis essay cannot be on the same piece of marketing communication that you have
presented on.
 Make sure to embed into your essay the picture, or a link to the video/web page, that you will be talk-
ing about (as I have done in the example essay).
 If you want me to look at the essay as you are drafting it, then you need to come along to my office
hours. I will happily look at the your draft once before you hand it in. I will not look at drafts in the
nal week of the semester. You can, of course, ask me general questions about the essay via email.
 Please be very careful of using websites as `academic’ sources to back up your arguments in the essay.
When I see a long list of Internet sources, I reach for my red marker. It would be better (and safer)
to use actual books or journal articles, though of course you can access these via the e-resources at